Marketing and Advertising

Category: Discipline
  • Baynast, A. Lendrevie, J. Lévy, J. Dionísio, P. & Rodrigues, V. (2021). Mercator 25 anos - o marketingna era digital. Lisboa: Dom Quixote   Dionísio, P.; Guerreiro, J.; Faria, H.; Rodrigues, V,; & Canhoto, R. (2024). AI Novator Marketing na Era da Inteligência artidficial e da sustentabilidade – Gen AI eESG. Lisboa, Bertrand   Kotler, P., Keller, K. L., & Chernev, A. (2021). Marketing management, global edition (16th edn). London, England: Pearson Education.  
  • Illustration and Drawing
  • 6330
  • 3692
  • Marketing and Advertising
  • IPLUSO6330-3692
  • 2
  • 4
  • 941
  • 4
  • Não
  • Português
  • Theoretical classes will be taught and practical cases will be discussed in class in order to share experiences and different perspectives. Invite marketing experts to share their experiences and insights.
  • Optional
  • To understand the fundamentals of marketing To know how to identify the variables associated with marketing To understand the theoretical principles of marketing To present the main variables of the marketing mix and the correlation between these variables To develop the knowledge and skills necessary for managing digital marketing Provide students with tools that enable them to apply this knowledge and compare it
  • Marketing – Definition; Historical context; Management philosophy; Functions and customer satisfaction. The market/marketing environment – Qualitative and quantitative analysis (consumer behavior, purchasing decisions, segmentation, PEST, market share); Competition. Strategic and Operational Marketing – Competitive Advantages; Objectives; Positioning; Segmentation; Marketing Mix. Product/Services – Definition; Distinction between Products and Services; Augmented Product; Packaging; Brand; Life Cycle. Communication – Advertising; Public Relations; Sales Force; Direct Marketing. Distribution – Distribution channels and their functions; Channel selection; Types of channels. Price – Price setting; Elasticity and psychological pricing; Pricing policies. Marketing trends – Marketing and new technologies.

  • Os estudantes devem assegurar que tem acesso ao moodle nas datas de mini teste 

    Descrição

    Data limite

    Ponderação na Nota final

    Mini teste 1

    29 Out

    		  

    Mini teste 2

    12 Nov

    		  

    Mini teste 3

    17 Dez

    		  

    Mini teste 4

    14 Jan

    		  

    Ponderação dos 4 mini testes na avaliação final (cada mini teste vale 25% para a nota final dos mini testes)

    		  

    40%

    Teste 1 

    19 Nov

    30%

    Teste 2

    21 Jan

    30%
         

     

     

     

     

     
  • Semestral
  • This course aims to introduce and train students in the basic principles of marketing in order to systematize their thinking and reflective skills in the context of this field of knowledge. It is in this course that students acquire the foundations for future practice in the dynamics of marketing, which require adaptation and the ability to perceive the variables that exist in markets.

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